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"Why are you staying in the car?"
"It's a way of life, I don't understand you."
Since the 1999 movie "Not Seen, Not Scattered" starring Ge You, the caravan (caravan) has gradually entered the vision of the Chinese people.
The popular caravans in Europe and the United States are still new in China, but in the past two years, driven by the epidemic, the heat of the caravan industry has been rising. According to the relevant data statistics of Lucheng.com x RV, a total of 182 RV companies declared 567 new cars in 2021, and the number of domestic self-propelled RV sales was 11,360, an increase of 46.4% year-on-year (the first 11 months), both breaking through new highs.
According to the Top 10 Global Consumer Trends 2021, urban dwellers are constantly seeking outdoor oases to meet their mental and physical health needs. Following the rise of exquisite camping, RV life has gradually become a way for more and more people to travel, setting off a RV boom on major content platforms.
For example, douyin"-related topics have been played more than 30 billion times, 32,900 works have been released in the past 90 days, and there are about 500 RV-related accounts in the new jitter data, of which 31 have millions of fans and 165 have reached 100,000.
Is RV life really as good as you think? Is now a good time to be a motorhome self-media/blogger? Combining platform data, content observation and blogger interviews, we have sorted out the following three relatively popular content types, hoping to give creators who want to enter the RV track a little reference.
Motorhome travel vlogs became mainstream, driving to poetry and far away
Among the groups that buy RVs, retirees with money and leisure are the absolute main force. But the caravan is not exclusive to the rich, in addition to hundreds of thousands of yuan of self-propelled caravans, now some trailers can be won by about 100,000, and manufacturers provide personalized customization, attracting the attention of many young people.
Self-propelled motorhomes and trailer-mounted motorhomes
Living in the lattice for a long time, young people can't help but yearn for the bigger world, want to see the swans of Sailim Lake, the autumn leaves of Dingxi in Gansu Province, and the snow in Shangri-La, and a group of them have really changed the trajectory of their lives and become travel bloggers who go to poetry and far away.
Travel vlog is the mainstream content type in the caravan track, from the overall data point of view, the new station shows more than 3,000 caravan travel vlog videos at station B, with a total playback of more than 30 million; the new jitter shows about 3900 related works in the past 30 days, with a total of more than 4.87 million likes.
These videos range from transforming a motorhome, announcing a journey to a journey, or exquisite or moving, giving people a pleasing and broadening view.
After five years of desperate work, Juno, 27, and her husband, Simon, 31, decided to quit their jobs to travel in a motorhome. They took four cats with them, set off from Chongqing, traveled through 123 cities in a year, and recorded the bits and pieces of the journey in the name of "Juno Caravan Meow Travels", and currently have 860,000 and 175,000 fans on Douyin and Station B, respectively.
These four cats have seen the world, walked in the Dunhuang Desert, experienced the giant "cat litter basin", and their cute and lively appearance has received more than 1.01 million likes. Some netizens lamented that kittens have been to more places than themselves, which is simply "people are not as good as cats".
Nearly 10 works word cloud, the source of the new shake
They spent 400,000 yuan to buy this car, designed their own interior, the interior space is less than 7 square meters, but the bathroom, air conditioning, refrigerator, microwave oven, washing machine, cat toilet and other living facilities are readily available.
If sitting in the car can enjoy the beautiful natural scenery, as well as the healing story between people and cats, is the beautiful A side of motorhome travel, then daily trivia and accidents are the B side of the filter.
Juno mentioned in the video that you have to worry about parking every day, because the size of the caravan, the limited number of caravan camps in the country, you need to find a suitable parking space in advance, and from time to time you have to add water to the caravan, add electricity, pour black water tanks (store feces), and you have to do it yourself. Encountering unexpected situations such as bursting water pipes and trapped cars in blizzards tests the blogger's outdoor experience and emergency response skills.
The initial enthusiasm will gradually fade, motorhome travel has many practical problems to consider, wallet and mind must be prepared.
According to Juno's calculations, in addition to the purchase of cars, this year's expenditure also includes more than 20,000 gas costs, less than 500 yuan per month tolls, 5-6,000 yuan of living expenses, about 3,000 yuan of pet fees, etc., a total of more than 520,000, spending their savings for several years.
Fortunately, caravan bloggers also have advertising income, and the new jitter data shows that "Juneau caravan meow travels" has 6 works hanging product links, and 1647 recommended windows have been sold.
"Little Seven's caravan life" did earlier, in early 2019 began to travel around the country, when there were very few caravan bloggers, he could earn up to four or five hundred yuan a video, in addition to commercial advertising revenue, but now there are more people, the income has dropped significantly, and the main business income is needed to support the caravan trip.
From an economic point of view, RV blogger Yang Xu believes that there are 100 days of travel a year, so that long-term travelers choose a RV. "Yang Xu Travels" has 770,000 fans in Station B, and he believes that travel will lengthen a person's lifeline, which is why he will sell his company and decide to travel freely.
The frequently popular "RV Adventures" has no dangers
The RV did not have a key, the window was closed, what should I do?
Oh my God, the motorhome was parked on the side of the road and hit a tree!
I was woken up in the middle of the night by a shaky motorhome!
It's scary! There was a knock on the door outside while taking a shower!
……
Different from the travelogue that shares the beauty and insight, we found that there is a type of caravan video that shows the daily life in the car in the form of performance, the content is mostly suspenseful, reversal, funny plot, known as "caravan adventure", which has produced many hits with hundreds of thousands of likes.
The blogger "Xinyu" suddenly felt that the quilt was wet at night, opened the privacy curtain and found that it was raining rain outside, and she quickly closed the window. Then she found that the skylight was not related, and she was stuck by the branches, so she had to withstand the heavy rain and get wet on her body and inside the house. Before it was over, she remembered the clothes hanging outside the car, the car was still charging, and she was busy for a while before taking a shower and sleeping.
This rainy night crisis was played more than 58.16 million times on Kuaishou and received 670,000 likes. "Xinyu" motorhome travel video accidents continue, but there are always thrills, accompanied by tense background music and rapid dubbing, the audience seems to have watched a series of people on the way, and her Douyin fans are currently more than 4 million, and Kuaishou is nearly 3 million.
After the content of this kind of caravan is on fire, there are many similar plots, mostly window water, air conditioning failure, forgetting to bring the key, late at night people and other accidents. The funny blogger "Lai Orange Orange" imitated the plot of the popular video, fans felt familiar, and they @ original caravan blogger in the comments.
Motorhome travel has become a caravan adventure, some people remind Bo mainly to pay attention to safety, and some people wonder whether this is tourism or robbery. In response to this phenomenon, the blogger "Hammer Playing RV" said in a video: "In fact, it is very safe to play with RVs in China now, but they (RV self-media people) need traffic and need to make money, not to mention that this kind of video everyone likes to watch." ”
Although the story of ups and downs in the caravan trip is more attractive, but the same plot users will inevitably feel aesthetic fatigue after watching more, for the problem of content homogenization, follow-up creators also need to think about innovation or transformation.
Do not rent a house, perennial snail living in the caravan video attention is high
There are also a small number of bloggers who live in the car all year round, not to travel in a big caravan on a whim, but to choose another way of life, "car for house", and make a home on the wheel. Such novel videos that are out of the ordinary are easy to attract attention and discussion.
"I think of my motorhome as home. So there is still a certain difference between my motorhome life and the traditional caravan trip. "North Drift actor Ma Li, after living in Beijing for 9 years, decided not to rent a house anymore and directly take the caravan as his home. He updated his daily life in Douyin "RV Life in the North Drifting Sea (Actor Ma Rate)", which is currently praised by 1.86 million.
He revealed in the video that since 2013, he has spent more than 600,000 yuan on renting, and high house prices and commuting time have also made him feel difficult. Later, due to the increasing number of charging piles and public toilets, which greatly improved the convenience of using water and electricity for RVs, he bought a trailer RV instead of renting a house.
After moving into the caravan, the living pressure of the horse rate is greatly reduced, and the RV is parked in the public parking lot for only 300 yuan per month, and there are an additional 200 yuan transportation fee, 100 yuan heating fee, 150 yuan fitness fee (there is no shower room in the RV), and 1000 yuan for meals. Compared with the cost of renting a house, you can save 4,000 yuan.
He and his girlfriend have lived together in a motorhome for 316 days and this year posted a video announcing their marriage. Of course, their professional nature is more special, irregular changes of work locations and irregular working hours, caravans can meet such living needs.
Surprisingly, his status as a motorhome blogger in turn has increased his job offers. Some brands look for him to live stream goods, and some directors have not seen his works, but know that he is an actor who lives in a caravan, which has given him more audition opportunities and resources.
In the past 90 days, the live broadcast overview, the image source is new
Harry and Poached Eggs are veteran motorhomes who have been living in motorhomes since 2017, without renting or staying in hotels. At that time, they quit their jobs at the Internet factory, and after transforming several cars by themselves, decided to create a caravan renovation studio "Pine Bus".
In the 2020 article, Poached Egg said that the life of a blogger for the purpose of self-media entrepreneurship is more like an experience that is elevated to the logic of real life, and when the wonderful stories and personal experiences on the road are not enough to support the attention of so many people, they are prone to fall into the creative anxiety of moaning without illness in order to renew. So they gave up regular updates to help other owners modify their RVs and live their ideal nomadic lives.
There is often such a hot comment: "They must have several houses in their house." "If I had a hundred million, I would be able to live like them." But Harry's response was: "On the contrary, you have to give up a hundred million to live like this." Harry resigned at a time when the company was about to go public six months after his career upswing, and he gave up his stock for a new life.
RV life is not simply about changing a place to live, it is about life attitudes, lifestyle, career development, family relationships and other issues. Combined with the observation of poached eggs, we summarize the characteristics of an individual caravan blogger for a long time:
1. Want to change your life now, and be able to accept the pros and cons of motorhome life.
2. Have a certain amount of savings to buy or rent a motorhome to live.
3. Self-media is a sideline business, and there is a sustainable income, mostly self-operated, working hours and locations at their own disposal, and skilled work.
4. Self-media as the main business, when the income can not support life, the ability / experience / resources to return to the workplace.
5. We-media content has personal characteristics or styles and is updated regularly.
RV life is not only the freedom and beauty seen on the surface, but also after really living, I know what daily chores and troubles there are. As an emerging lifestyle in China, RVs are being accepted by the market in a state of acceleration in the post-epidemic era, but the result of impulsive consumption is that there are many second-hand RVs that only run thousands of kilometers, so we must carefully consider our own needs and conditions.
The domestic caravan market still has a lot of room for development, and now being a caravan blogger is an opportunity to overtake in the corner, but also because the industrial development is not perfect, it is best to consider multiple sources of income in terms of realization, and you can start with the side business.
The author | Curly hair
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About the new list
As a data-driven Internet content technology company, Xinbang provides a series of new media content marketing and enterprise service products to help Chinese enterprises acquire and manage digital content assets, serve the content industry, and serve the content industry.
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